Ramblings of a Nutbar

You’ll probably regret this.

The face of Social Media & Marketing in 2009

Do you enjoy social media? Do you enjoy understanding the benefits of social media to the worlds of Marketing, PR, and Customer Service? Are you a social media junkie who wants to position yourself in a way to appeal to corporations looking to get with the times?

If you answered yes to any of the above questions, then this paper is a must-read. It’s predictions for social media in 2009, written by some fairly well-known players in the growing industry. I loved this paper, in part because it’s great insight, but also because most of it has been what I’ve preached all along.

If you’re a little ADD, and 23 pages freaks you out, here are a few things that stood out to me:

  • Human interaction trumps all. For the last…oh, forever, businesses have taken a “create an ad, dump it someplace, and don’t touch it” aproach. In 2008, businesses started using social media to connect to customers, and there was this revelation: Consumers LIKE interacting! In 2009, expect to see many more businesses adopting this approach to social media.
  • A problematic economy will INCREASE social media marketing. Think about it: Ad agencies, TV, radio, and newspapers all cost money, and in some cases a lot of it. How much does it cost to set up social media accounts? Virtually nothing, and the entire planet has access to your company. Not bad.
  • Realization that quality of friends & subscribers is more important than quantity. For the last year, there has been this mentality that the best way to get your product seen was to promote it with the most popular bloggers, YouTubers, etc. Slowly, some businesses have realized that this doesn’t really work effectively. In many cases they’ve learned that 5,000 subscribers that fit your target audience is better than 100,000 subscribers who don’t fit at all. In 2009, many businesses will put down the shotgun, and pick up the sniper rifle.
  • Spectators are people too! Spectators are those people who watch your stuff, but never subscribe. For example, while I only weigh in with 2,200ish subscribers, almost a million people have viewed my material. The trend in 2008 was to ignore the people who didn’t “sign up”; in 2009, businesses will realize that the ones who don’t sign up to follow have great value.
  • Redefining the metrics of advertising value. Many businesses are realizing that page impressions, clicks, CPM, unique views, etc, are all so 2007.  Social media is about satisfaction, engagement, and viewer retention. A blog or video that 1,000,000 people watch for 5 seconds and click out of is less effective than the one that gets 5,000 loyal viewers coming back each time, who watch all the way to the end. Expect more businesses to put to bed the use of traditional metrics to determine what’s valuable.
  • Big business gets back to small-business approaches. Businesses that have grown so big to become faceless corporate entities are slowly realizing the value of good old-fashioned principles, like friendship has to be earned, fame isn’t all it’s cracked up to be, and people want to connect to real people. Social Media in 2009 will draw more businesses into to world of real human interaction.

That’s the general gist. There’s a lot of great stuff that I didn’t put in here. One could honestly blog about 30 posts from notes on this paper. It’s good stuff. I also liked their prediction that Google will buy twitter. One can dream.

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December 17, 2008 Posted by | Social Media | , , , , | 2 Comments

After piles of mistakes, YouTube GOT IT RIGHT!

I am happy.

Verry Happy.

So happy that I’m dancing around and singing and generally making this recent video look mellow by comparison.

Why is this?

Because today I’ve noticed someting that YouTube has done that will make life for partners on YouTube so much easier.

It’s the custom thumbnail.

 

New Feature to upload a thumbnail. Rock on YouTube!

New Feature to upload a thumbnail. Rock on YouTube!

That’s right. It looks like from here on out that YouTube partners (I checked on one of my non-partner sock accounts, and it’s not there) can specify a custom thumbnail for their videos. 

The implications for this are enormous. No more working your butt off trying to get the perfect shot in the center frame (which YouTube recently fried anyway). No more hoping you don’t get three crappy thumbnails to pick from. From now on, partners can control their thumbnail.

You might find yourself saying “Okay. You can pick your thumbnail, big deal. What’s the hulabaloo all about?” It’s a commonly known fact that the thumbnail is a big part of what drives views to a video. It’s the very tiny window into your show, and sometmes it’s the only thing someone will see of yur video. If yu want to market your videos, the thumbnail is very important. And now, thanks to YouTube, partners can more effectively market their productions.

Thanks YouTube. I take back anything negative I’ve said lately. You rock, at least until I find something else to complain about.

December 9, 2008 Posted by | Making Better Videos, Social Media, YouTube | , , , , , , , , | 3 Comments

New YouTube feature for the hardcore popularity whores.

Okay, so you’re out there broadcasting yourself, but you want more. It just feels as though you’re not reaching your full potential, and there’s got to be some way to bypass YouTube’s policy of only featuring lame videos by people other than you. (No really, it’s in their policy book – they’re specifically avoiding your videos.)

Well today, that way exists.

 

YouTube Says "Go on, whore yourself. You know you want to."

YouTube Says Advertise Yourself

It’s called sponsored videos, and while YouTube has been doing these a while for “real” advertisers, recently they opened the floodgates for all of us regular folk, and implemented a new control over at ads.youtube.com. At this site, users are greeted with a friendly, intuitive dashboard where for a nominal price you can run ad campaigns, promote your channel, and even “self-feature” that one special video you uploaded way back when Chad Hurley himself invited you to be the “fifth ‘Tuber” three years ago.

 

I do have to say that YouTube has made a brilliant move here. They’re going to make money hand over fist from all the popularity seekers who want to be on the front page, and anyone who wants to advertise can now do it on their own, no fuss no muss.

But before you sign up to start sending your weekly paycheck to good’ol YT Corporate, I do have a few points I’d like you to consider first:

  • You can’t afford an effective ad campaign. YouTube gets millions of hits per day, and they aren’t as upfront about their search trends as parent company Google is. This means that the first few weeks or months of a campaign would have to be a sort of shot in the dark method until you get locked in to your target demographic. Further, because even in a specific demographic group you’re likely to have hundreds of thousands of unique hits per day, to actually afford to reach all of these visitors, even at a rediculously low CPM rate, you’re looking at a monthly budget in the thousands. Sure, you could limit yourself to a couple bucks a day, and keep your monthly bill under $100, but you might as well flush your money down the toilet, because you’ll burn up your ad money by 12:03AM each day, and the people clicking are going to be so high or drunk that they won’t know how to subscribe.
  • You can’t take the competition. Let me guess, you want to hit the teens & 20’s demographic group, the largest lot on YouTube. Well, so dos everyone else. So here you stroll with your $0.10 per impression and a $10 daily budget (remembering that this is a guaranteed $300/month expense). But 300 other YouTubers just found this feature, and they’re all willing to pay $0.20 per click, and have a $15 daily budget. Because of this, your ads will have to wait until all these higher paying ads work their way through, and you’ll find yourself advertising at the same hour as the Metamucil folks. If that’s not enough, if there’s a popular movie, or TV show, or water polo game, you can darn well bet that they’re paying big bucks for the top spots during prime hours, and no matter how high you set your ad value, you’ll need to wait for them.
  • Your targets won’t click the ads. Have you ever clicked on a Sponsored Video or Channel? Me either.
  • You’re a partner? You’ll never recoup the money. You heard me. I had a video that was featured last year. To this day, it still gets about 500 unique hits each and every day. Naturally, as soon as I became a partner I added this, hoping that the 15,000+ hits this video gets every month would help me make some green. Well, YouTube forbids partners from sharing how much they make, but I will tell you that if I paid $0.25 per click, for 10 clicks per day, in the course of a month I would spend several fold more than what I’m making as a partner. You might be asking “But what if I get that many hits in a day, because I’m hot crap?” Well craphead, congratulations. You’re current popularity is far more wide-reaching than 10 ads a day. Send your cash to me instead.
  • Etc, etc, etc… The bottom line is that for a regular Joe Vlogger, this is a bad buy.

But wait! Just because you as an individual shouldn’t take the plunge doesn’t mean it’s all bad. This would be the perfect tool for a large corporation to promote an individual Tuber, say one that they’re paying to flaunt their product. If you’re a big business with a marketing budget, this would actually be a great marketing tool. Here are the steps to make it work.

1. Find an existing content creator that reaches your target demographic and has proven they can build a following.

2. Enter into a sponsorship with them, where they share your brand with their viewers who trust them.

3. Go to YouTube Ads and drown him in advertising.

It’s just an idea.

November 13, 2008 Posted by | My Random Thoughts, YouTube | , , , , , | Leave a comment